Two cents blog

Take note: Drake knows the future of online marketing

by BCM Group on 21 October 2015

Canadian rapper Drake has revealed he is not only the hottest name in the music industry, but also a marketing genius. Yesterday, he dropped the highly anticipated video for Hotline Bling and the Internet was broken. Sorry, Kim.

In the 24 hours since its release, the video reached peak meme level, parallel to that of Netflix and Chill. It’s already being predicted that the track will surge to number 1 thanks to the video and I can’t scroll through my newsfeed without seeing some mention of it.

Look, I’m a huge Drake fan but at the end of the day he is a brand. So I can’t help but think that the strategy of this video was purely to be crafted into memes by his fans – let’s call this meme-bait. It’s basically 4 minutes of him hilariously dancing, to the point he knew perfectly well that the Internet was going to take advantage of it. And surely, within minutes of its release, that happened. Watch for yourself here, it’s just too simple and silly to not be on purpose – which is genius. He’s turned the everyday film clip drop into one of the best Internet moments of 2015.

The lesson learnt here is that content creators may want to consider the memeability of their content in the future. Does that mean entire strategies should be based around this? Absolutely not. But if Hotline Bling is anything to go by, we are headed for a world where talkability is more valuable than views, and I think that is a very good thing.

Anyways, here’s some the best memes to come out of Drake’s Hotline Bling, enjoy:


Lachlan Stewart is a Social Media Specialist at BCM

- Anna on October 22

This is my favorite one to come out

- Steve on October 22

Nice post Lachie. Intentional or not, it hits the internets sharable sweet spot - fame, memes and user generated remixes. If it is intentional, its absolute genius. The one cut with Napoleon Dynamites sweet moves is my personal favourite

- Paul on October 22

Great post Lachie. There is indeed so much to learn from popular culture.

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